Makers of Sensa 'sprinkle diet' settle false advertising suit

OAKLAND -- Nine counties have settled a false advertising lawsuit against the makers of a diet drug that claimed people could lose weight by sprinkling flavored crystals on their food.

Intelligent Beauty Inc., the makers of Sensa, the so-called "sprinkle diet," have agreed to pay more than $800,000 in civil penalties and costs for the enforcement of consumer protection laws, according to a statement from Alameda County District Attorney Nancy E. O'Malley.

Under the settlement, Sensa Products, which is based in El Segundo, and its parent company, Intelligent Beauty Inc. of Delaware, are now banned from making any claims regarding the efficacy or effects of any of its products without having "competent and reliable scientific evidence that substantiates those claims," O'Malley said.

The lawsuit was filed in Santa Cruz County by the district attorneys for Santa Cruz, Alameda, Marin, Monterey, Napa, Orange, Santa Clara, Solano and Sonoma counties.

In the settlement, the defendants did not admit fault or liability, but have agreed to abide by court orders to prevent any future unfair or deceptive business practices. Company officials were not immediately available for comment late Monday.